WHAT I DID HERE
As is typical in a startup where you're the second designer hired, I wore many hats. Together with the Head of Design, I helped found an R&D lab that (in addition to rebranding the company, managing its marketing, and supporting big sales) created innovative new mobile ads that removed dark UX patterns and kept the content looking great. I enjoyed the challenge and felt the engineers and I made some real breakthrough products for the oft-ignored medium of mobile web.
PROJECT WALKTHROUGH: AD BUILDER
While I worked on many many projects at Yieldmo, my baby was Ad Builder, a tool that would help ad agencies think with the user experience in mind. All our formats were non-interruptive (no hidden "x" or obnoxious auto-playing videos at full volume). Before Ad Builder, salespeople and media buyers were doing their best to render examples in PowerPoint. The results were... tragic. Ad Builder would help the company by making it dead simple to plan how your creative would look on the web.
I started by interviewing Media Buyers at existing ad agencies and finding out what they hated about the process and the software they currently used. Most said that the software was unnecessary convoluted and bloated *cough* *cough* like Photoshop *cough*. So we turned an open canvas into a staged flow that would make it much easier for even new hires to quickly get making ads.